Using Sensory Analysis and Stated Preference Valuation to Assess the Willingness to Pay for Fresh Tomato Attributes

This study combines sensory analysis and stated preference valuation techniques to assess the monetary value of organoleptic attributes of new tomato varieties. The tomatoes evaluated included two new varieties adapted to South Texas growing conditions, a commercial check, and tomatoes imported from Mexico. In a blind sensory test, participants sampled, rated, and valued the attributes of all tomato varieties. Willingness to pay responses were collected using a payment card elicitation approach and jointly analyzed with a multivariate ordered probit model. Price premiums were associated with males, smaller households, younger consumers, higher income, and the liking of different organoleptic attributes.